Long rating scales trigger positive ratings: When referent thinking beats relative thinking

Xiaoxian Ji, Juan Luis Nicolau and Xianwei Liu

Annals of Tourism Research, 2023, vol. 102, issue C

Abstract: •Reference point and psychological theories are applied.•732,961 hotel reviews collected from Booking.com and Expedia.com are collected.•Consumers tend to give positive ratings when encountering a long rating scale.•Implications for online booking platforms regarding fair competition are presented.

Keywords: Rating scale; Rating valence; Reference point (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:102:y:2023:i:c:s0160738323000981

DOI: 10.1016/j.annals.2023.103625

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